Muji has experience of entering the Polish market. Polish market has some similarities with the Russian market, and the knowledge about the strategy which was used to enter the Polish market can be useful while developing the entry strategy to the Russian market. Some of the information about establishment on the Polish market is provided below.
On March 2010, Muji entered the Polish market and opened the first store
there.
On January, 2010, the following statement was published in the Warsaw Business Journal:
"The first shop will be opened in Warsaw's Arkadia on March 31. We
are planning another one in the capital and the next in Kraków, but the
decisions will be made based on the results from the first store," said NAP president
Tomasz Czerwiński. NAP signed the deal to open Muji stores in Poland with the
Japanese concern Ryohin Keikaku, which is the owner of the brand.
"Muji is a recognized brand but is also a niche one, and although
it will win loyal customers, we do not expect it to win the whole market," said one of
its competitors.
When entering the Polish market, Muji used the same philosophy:
- MUJI is not a brand whose value is based on add-ons and grips advertising.
- MUJI is simplicity - achieved by the complexity of the concept and design.
- MUJI improves its products by eliminating unnecessary elements without increasing functionality.
- MUJI meets the expectations of customers, listens to feedback from users and uses their experience.
Some people are charmed by the sophistication MUJI products, while
others find beauty in the simplicity,
appreciate the reasonable prices,
the ecological message. There are
also those who simply feel good and comfortable having and using MUJI products.
Muji never advertises its products and
wherever possible, uses local suppliers
in order to avoid long-distance transports.
On the Polish market the rivals are such retailers such as Ikea, Almi Decor and Home Studio,
the Portuguese chain which entered Poland in 2008.
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